Pengaruh Customer Value dan Customer Experience terhadap Customer Loyalty melalui Customer Satisfaction pada Pengguna Jasa Transportasi Online di Kota Medan

Abstract

The research aims to find out and analyze the effects of customer value and customer experience on customer loyalty with customer satisfaction as an intervening variable in the online transportation service users in Medan. The research population is the people living in Medan, especially in Median Amplas Sub-district who have ever used Grab, Gojek, and Maxim. The samples are taken using non-probability sampling and the number of respondents is 180. Structural Equation Modeling-Partial Least Squares (SEM-PLS) is used as the data analysis method. The result indicates that Customer Value has a positive and significant effect on Customer Loyalty. Customer Experience has a positive and significant effect on Customer Loyalty, Customer Value has a positive and significant effect on Customer Satisfaction. Customer Experience has a positive and significant effect on Customer Satisfaction. Customer Satisfaction has a positive and significant effect on Customer Loyalty. Customer Value has a positive and significant effect on Customer Loyalty through Customer Satisfaction, and Customer satisfaction cannot mediate the effects of customer experience on customer loyalty